GO’s Amazon Support Transitions a Company’s Test Brand to a Main Business Driver
What We’re Celebrating:
Our capabilities across retail, advertising, and content aided a brand in improving its shipped cost of goods sold (COGS) by +43% YoY and its glance views by +16% YoY.
While the brand initially started as a test on Amazon, our success with it caused it to become a main business driver for our client.
Overview:
GO is partnered with a Health & Personal Care company that launched a test brand in 2019 that to this day has no presence outside the Amazon platform. Since its launch, this brand has struggled to garner as much awareness as its counterparts within the category. On top of this, our client wanted to achieve more consistent growth with their priority metric, shipped COGS.
To bolster this brand’s awareness and elevate their shipped COGS in 2023, our full representation team implemented strategic promotions and Buy Box updates, developed a diverse marketing mix, and made several PDP and Brand Store optimizations.
The Challenge:
The brand has no presence outside of Amazon, making it difficult to garner awareness and grow as fast as other competitors within the category.
This brand was not a priority compared to our client’s private label businesses.
The Strategy:
To help our client with these challenges, we knew we needed to provide them with extensive retail, advertising, and creative support. Here are the solutions we implemented…
Retail
To achieve more consistent growth with this brand's awareness and sales, we:
Ran more seasonally relevant and consistent promotions in 2023 in comparison to 2022, allowing us to capitalize on natural increases in traffic.
Incorporated Subscribe & Save (SnS) coupons into our promotional strategy to increase the likelihood that one-time shoppers would become loyal consumers.
Implemented an “Add an Accessory” section to the Buy Box to encourage basket-building across multiple products.
Search Advertising
In 2022, we utilized Sponsored Products (SP) and Sponsored Brand Video (SBV) across the brand's entire product portfolio, targeting category ingredient terms as well as competitor keywords and ASINs that we converted well on. While our efforts were already aimed toward brand awareness and sales, we knew we needed to create a more tailored approach to experience the results we were looking for in 2023.
At the beginning of 2023, we made a few key changes to our targeting:
Continued focusing on top-converting category ingredient terms and competitor keywords and ASINs but narrowed our scope by exclusively targeting terms that drove a minimum 2.5X return on ad spend (ROAS).
Went after competitor ASINs that had higher price points and lower star ratings than our brand.
In addition to refining our client’s targeting tactics, we incorporated Sponsored Display (SD) into their advertising approach. We set up SD remarketing campaigns that:
Utilized a 7-90-day lookback window to retarget past PDP viewers to improve conversion.
Utilized a 7-365-day lookback window to retarget past purchasers to increase consumer loyalty.
We also utilized SD’s contextual targeting in the following ways:
Contextually targeted categories tailored to each of the brand’s product lines, refining each category by specific competitors that we saw strong conversion against within our SP and SBV campaigns.
Targeted adjacent contextual category aisles.
DSP Advertising
To improve awareness and sales for this brand, we knew we needed our DSP solutions to span the entire funnel, guiding the consumer from the beginning to the end of their path to purchase. We structured our 2023 DSP tactics to increase reach, traffic, and NTB with upper-funnel tactics like prospecting and drive sales, SnS, and cross-selling with lower-funnel tactics such as retargeting and loyalty.
We also altered several aspects of their DSP campaigns to improve performance, including:
Adding a new in-market audience to prospecting campaigns
Pivoting retargeting windows based on how they were pacing to goal
Adjusting ad viewability
Introducing a new creative to one of their product’s ads
Creative
In 2022, we made some content optimizations for the brand, implementing a product detail page (PDP) overhaul for all their ASINs that included best-in-class imagery, bullet points, and A+ content, and crafting a new Brand Store from scratch.
In 2023, our goal was to build off the content best practices that we established in 2022 to ensure optimal conversion across the brand’s products. We:
Implemented the same PDP content structure from the 2022 overhaul for a new product launch.
Seamlessly added a new category to the Brand Store, developing its own page and incorporating it into the navigation bar.
Made bullet point optimizations to 2 different product types. We added high-volume keywords that weren’t in our client’s listings yet and identified bullet point content on competitor PDPs that would be beneficial for our client to include as well.
The Results:
Thanks to our implementations, we helped increase this brand’s shipped COGS by +43% when comparing 1H 2022 vs. 1H 2023. During the same period, we yielded +16% more glance views.
Due to this success, the brand grew from being an initial test on Amazon to a main driver of our client’s business – they’ve even developed an internal team dedicated to this brand to further bolster GO’s efforts.
Having difficulty garnering awareness and brand growth?
Our team has tackled this challenge time and time again. Take this brand, for example – it began as something that our client didn’t consider a top priority. Now they are extremely excited about the growth we’ve been able to accomplish and the growth that’s possible in the future. We can generate the same excitement for you. What are you waiting for? Get in touch with us.